Maximizing Affiliate Marketing Potential on Mobile

A mobile device displaying a vibrant affiliate marketing dashboard

Intro

In recent years, the landscape of affiliate marketing has transformed, largely due to the explosion of mobile technology. As consumers increasingly rely on their smartphones and tablets for shopping, the potential for marketers to tap into this behavior has never been greater. This shift highlights the necessity for affiliate marketers to adapt their strategies, ensuring that their offerings resonate within the mobile ecosystem.

With the proliferation of applications and social media platforms, affiliate marketing through mobile devices unlocks a treasure trove of opportunities. It’s not just about having links available on a website or an email campaign anymore; it’s about crafting a holistic experience tailored for mobile users. In this context, understanding the mechanisms and nuances of mobile affiliate marketing becomes vital for success.

The emerging trends and technologies are paving a path full of calculated risks and potential rewards. As the article unfolds, we will explore these trends in depth, diving into the myriad aspects that make mobile platforms both a boon and a challenge for affiliate marketers.

Let's kick things off by delving into some key concepts foundational to navigating this evolving marketing landscape.

Understanding Affiliate Marketing

Grasping the mechanics of affiliate marketing is key for anyone venturing into this space, especially when it comes to leveraging mobile platforms. This digital realm, where marketers promote products and services through a commission-based model, has evolved into a powerhouse for driving sales and brand awareness. But it’s not just a numbers game; understanding affiliate marketing deeply can unlock doors to innovative strategies and partnerships that might be overlooked without a solid foundation.

Definition and Scope

Affiliate marketing, at its core, is a performance-based marketing strategy where businesses reward external partners—affiliates—for generating traffic or sales through their marketing efforts. These affiliates use their platforms, which may range from blogs to mobile apps, to promote products. It’s a symbiotic relationship; businesses gain new customers while affiliates earn commissions.

In practice, this means that affiliates typically lean on links, unique codes, and banners to redirect their audience to specific products. When a consumer clicks through and makes a purchase, the affiliate receives a percentage. The scope is extensive, encapsulating not only e-commerce sites but also service providers and digital product vendors. This approach not only increases sales reach but also provides a diverse arsenal of marketing tactics for affiliates to employ.

Comparison with Other Marketing Strategies

Now, if one were to line up affiliate marketing against other marketing strategies, it might yield interesting insights. Unlike traditional advertising, where brands pay upfront for ad placements regardless of the returns, affiliate marketing offers a performance-based model with risk mitigation. In essence, you pay for results rather than visibility.

Cost-effectiveness: Affiliates only get paid when a specific action occurs, minimizing the risk of wasted ad spend.
Broader reach: Affiliates often have established audiences, allowing businesses to tap into markets they might not access through their own channels.
Flexibility: Affiliates can tailor their marketing messages to suit their audience, which can lead to more personalized consumer experiences.

However, it does not come without potential pitfalls. For example, unlike direct marketing efforts, brands have less control over messaging once it leaves their hands. A rogue affiliate or poorly aligned message could derail campaigns, leading to brand inconsistency. Thus, maintaining oversight and selecting aligned partners is crucial in this competitive landscape.

Understanding these nuances is imperative for marketing professionals. By comprehensively analyzing the affiliate marketing field, one can harness its full potential, especially when the focus shifts to mobile platforms, where consumers are increasingly spending their time.

The Rise of Mobile Marketing

Mobile marketing has rapidly ascended in recent years, transforming how businesses engage with their target audience. In an era where smartphones and tablets dominate communication and shopping experiences, understanding this shift isn't just beneficial; it's vital. Marketers must appreciate how mobile platforms can enhance their affiliate marketing strategies, tapping into a vast reservoir of potential customers.

The significance of mobile marketing stems from its ability to reach consumers continuously throughout their day. Many individuals keep their smartphones within arm's reach, making it possible to connect with them during moments of influence, such as while commuting, waiting in line, or even at home. By tapping into these moments, affiliate marketers can craft messages that resonate and drive conversion rates.

Statistics and Trends

To illustrate the power of mobile marketing, consider the following statistics:

Over 50% of global website traffic now comes from mobile devices. This number has surged consistently, highlighting the shift in consumer behavior.
According to a recent report, 79% of smartphone users have made a purchase online using their mobile device in the last six months. This underscores the growing trend of mobile shopping.
A survey found that individuals spend an average of 3 hours daily on mobile apps, giving affiliate marketers a window of opportunity to target potential buyers effectively.

These figures merely scratch the surface, revealing a growing trend that cannot be ignored. The emphasis on optimizing affiliate marketing through mobile strategies continues to expand, supported by technological advancements and shifting consumer preferences.

Consumer Behavior Shifts

As a society, we’ve transitioned to a mobile-first world. This shift has fundamentally altered how consumers behave and interact with businesses. Techniques that were once the norm in affiliate marketing require reevaluation to keep pace with current trends.

One considerable change is the preference for instant gratification. Consumers now seek immediate information, reviews, and purchasing options. A curious shopper might browse Amazon’s mobile app while waiting for their coffee, initiating a purchase in mere minutes. The immediacy that mobile technology offers can heavily influence purchasing decisions.

Other noteworthy shifts include:

Personalization: Users expect personalized experiences tailored to their interests. A push notification about discounts on preferred products can spur immediate clicks and conversions.
Social Engagement: Platforms like Facebook have become vital as users often discover products through social media. Affiliate marketing now increasingly relies on these interactions to drive sales.
Mobile Reviews: More than ever, consumers check reviews via their phones before making decisions. Positive reviews that are easy to read and access can tip the scales in favor of a conversion.

In summary, the rise of mobile marketing is reshaping the landscape of affiliate marketing. Marketers must remain vigilant and adapt their strategies to leverage the changing dynamics in consumer behavior, in order to optimize their success in this evolving arena.

Mobile Devices as Affiliate Marketing Tools

In today’s digital landscape, mobile devices are not just gadgets that allow us to stay connected; they are pivotal in shaping affiliate marketing strategies. The typical consumer isn’t merely browsing on a desktop anymore; a significant portion of online shopping and browsing now takes place on mobile platforms. This shift underscores the necessity for marketers to leverage mobile devices effectively, turning them into formidable tools for affiliate marketing. With the right strategies and tools, businesses can tap into a growing audience that relies on smartphones and tablets for their shopping needs.

An infographic illustrating the benefits of mobile affiliate marketing

Utilizing Smartphones and Tablets

Smartphones and tablets have become extensions of ourselves. These devices are often the first thing we reach for in the morning and the last thing we check at night. They are not just tools for communication; they are increasingly becoming the primary means for engaging with brands and making purchases.

Imagine a consumer scrolling through their smartphone during a lunch break, encountering a targeted advertisement that links directly to an affiliate product they want. The immediacy and convenience of this medium cannot be overstated. Marketers must ensure that their content is optimized for small screens and that the user experience is streamlined, or they risk losing potential customers to competitors who do it better.

Key considerations for using mobile devices in affiliate marketing include:

Responsive Design: A website that looks great on a desktop may not translate well to mobile. Responsive design accommodates various screen sizes and optimizes user experiences, which is crucial in keeping potential earnings high.
Speed and Performance: According to data from Google, more than half of mobile users abandon sites that take longer than three seconds to load. A slow-loading site can turn potential sales into lost opportunities.
Touch-Friendly Interactions: Simplifying forms and making buttons large enough for fingers to navigate easily enhances user experience, increasing the likelihood of conversions.

The stakes are high, and the tools in our hands—smartphones and tablets—are essential allies in the quest for affiliate marketing success.

Mobile Applications for Affiliate Marketing

Apps have become a staple in the digital experience, offering users easy access to a plethora of services right at their fingertips. Affiliate marketing through mobile applications opens new pathways for conversion that desktop websites simply cannot match.

Applications can provide a personalized shopping experience, offering tailored recommendations and promotions directly to users. This personal touch can cultivate loyalty, making users more inclined to click through affiliate links.

Utilizing apps for affiliate marketing involves:

App Store Visibility: Getting an app seen requires effective keyword strategies and thorough market research. Being at the top of the app store can drastically increase downloads, leading to more chances for affiliate conversions.
Push Notifications: These can serve as a potent way to engage an audience. For example, sending a timely notification about a special promotion or a product restock can instantly drive traffic to affiliate links.
Integrating Social Sharing Features: Allowing users to easily share products or deals they love can broaden reach. Customers are likely to trust recommendations from friends, amplifying the impact of mobile affiliate marketing efforts.

Mobile applications are not just points of sales; they are ecosystems that, when managed correctly, foster enduring consumer relationships.

In summary, the tools available through mobile devices are transformative for affiliate marketing. The nuances of utilizing smartphones, tablets, and mobile applications require marketers to craft innovative strategies that dovetail with consumer behavior. Balancing appealing design with responsive technologies can help firms tap into a wealth of potential revenue.

Key Strategies for Success

In the fast-paced realm of mobile affiliate marketing, having a solid strategy can make all the difference. It’s not just about promoting products; it’s about smartly engaging your audience in a way that resonates with their on-the-go lifestyle. Marketers who harness successful strategies are in a position to maximize their revenue and foster strong customer relationships. The right approach is all about understanding your consumers, crafting tailored content, and utilizing the technology at hand. Here, we’ll explore some fundamental strategies designed to enhance affiliate marketing efforts through mobile platforms.

Content Optimization for Mobile Platforms

Optimizing content for mobile is no small feat. Given that more than half of web traffic comes from mobile devices, it’s critical that content is not only visible but also engaging on smaller screens.

User Experience Above All: Users have little patience for pages that load slowly or are difficult to navigate. Speed and ease of use should be at the forefront of your strategy. Consider simplifying your website’s layout, ensuring the text is legible, and using visuals effectively.
Responsive Design: This should be a given, yet it often gets overlooked. A responsive design ensures that your content adapts seamlessly to different screen sizes. If a user has to pinch and zoom to read your content, you risk losing their interest in a heartbeat.
Concise Messaging: With limited screen real estate, your content must pack a punch. Short, clear, and compelling messages can resonate better than lengthy paragraphs. Utilize bullet points or lists to break down complex information into digestible pieces.
Incorporation of Multimedia: Visuals can be a game-changer. Videos, images, or infographics can enhance the message you’re trying to convey, making it stick in the mind of the consumer. Just make sure these elements are optimized for faster loading times.

By focusing on mobile content optimization, you're not just enhancing user experience; you're also likely boosting your conversion rates.

Leveraging Social Media

In today's marketplace, social media is akin to a bustling town square. It’s where people gather to share thoughts, experiences, and, more importantly, purchases. Here’s how you can wink at social media as part of your affiliate marketing strategy:

Experiment with Different Platforms: Not every social media channel is created equal. Depending on your target demographic, some platforms will perform better than others. For instance, if your audience leans towards the younger side, platforms like Instagram or TikTok might yield better results than Facebook.
Create Shareable Content: Original and relatable content is key to social engagement. Think about how you can make your content resonate—humor, storytelling, or even user-generated content can foster engagement and shares. The more shareable your content, the greater the organic reach.
Engagement Over Promotion: Instead of constantly pushing for sales, focus on building a community. Ask questions, run polls, and respond to comments. By creating a conversation, you can establish trust—something that greatly enhances your affiliate marketing effectiveness.

Using social media strategically not only drives traffic to your offers but also builds credibility within the community.

Email Marketing via Mobile Devices

Email marketing remains one of the most effective forms of outreach, even on mobile devices. However, the strategy needs to be adapted to meet the mobile user's needs. Here’s how:

Mobile-Friendly Design: Ensure your emails are visually appealing on mobile devices. This means using larger fonts, easily clickable buttons, and a single-column layout. Long paragraphs are a turn-off when accessed on smaller screens.
Segment Your Audience: Not all subscribers are created alike. Tailoring your messages to specific segments can lead to higher engagement. Analyze your consumer behavior and preferences and craft emails that resonate with different segments accordingly.
Timing is Key: Consider when you send out your emails. Users are more likely to open them when they’re free to engage, such as during lunch breaks or early evenings.
Compelling Calls to Action: Make sure your calls to action are vibrant and easy to comprehend. Whether it leads to a landing page or an affiliate offer, a clear directive can significantly boost click-through rates.

In summary, leveraging email marketing effectively can yield positive results, but it’s essential to keep the mobile experience at the forefront of your efforts.

"In an age where mobile interactions are the norm, enhancing your messaging through careful strategies can lead to not just clicks, but conversions."

Crafting a rounded approach to mobile affiliate marketing can set the groundwork for lasting success. By ensuring your strategies focus on content, social media, and email optimization, you create a cohesive experience that meets consumers where they are—on their phones.

Tools and Platforms for Mobile Affiliate Marketing

In the competitive arena of affiliate marketing, having the right tools and platforms is akin to wielding a well-crafted sword in battle. They not only streamline your efforts but also amplify the effectiveness of your campaigns. Mobile affiliate marketing, in particular, requires a different angle due to the unique behaviors of users when they interact with their devices. This section sheds light on essential tools and platforms you can use to maximize your potential.

A screenshot of a successful mobile marketing campaign

When you consider mobile affiliate marketing, the aspect that stands out is the necessity of choosing networks that cater specifically to mobile traffic. Unlike more conventional forms of marketing, mobile-driven audiences possess distinct traits. They’re often on the go, making quick decisions without a lot of patience for lengthy ads or complex interfaces. Thus, utilizing platforms tailored to this specific channel is vital.

Affiliate Networks with Mobile Focus

Affiliate networks that hone in on mobile marketing are becoming the gold standard. These networks provide resources that are specifically optimized for mobile platforms. A notable example is Admitad, which excels in mobile affiliate programs that connect advertisers with smartphone-savvy affiliates. Such networks also come equipped with a suite of tools that offer deeper insights into mobile user experiences.

The advantages of working with these mobile-centric networks include:

Tailored Promotions: Offers and promotions that cater exclusively to mobile users.
User-Friendly Interfaces: Simplified dashboard experiences that prioritize ease of navigation for mobile devices.
Adaptive Strategies: Tools that help strategize your campaigns based on real-time performance metrics specific to mobile.

"Adopting mobile-focused networks can substantially increase your chances of engaging users who prefer browsing through their devices—this is where the bulk of internet traffic is heading."

On the flip side, consider platforms like ShareASale, which also offer features beneficial for mobile marketers, emphasizing responsive design to ensure a seamless user journey. The critical takeaway here is that these networks simplify the complexity associated with mobile audience targeting—without the right setup, your marketing efforts can fall flat.

Analytics Tools for Performance Tracking

Next, let’s pivot towards analytics tools, which act as the backbone in any affiliate marketing strategy. For mobile affiliate marketing, performance metrics provide essential insights that inform decision-making, enabling marketers to pivot strategies on a dime. The landscape is ever-evolving, and through the lens of data, you can monitor trends that might otherwise go unnoticed.

Prominent analytics tools designed for mobile use, such as Google Analytics, provide customized reports that help marketers understand how users engage with their campaigns on their devices. You can track key performance indicators like:

Click-Through Rates (CTR): Gauge how often users click on your links compared to the total views.
Conversion Rates: Measure the percentage of visitors that make a purchase after clicking on your affiliate link.
User Behavior Flow: Identify the path users take, helping you understand the friction points in their journey.

Additionally, more specialized tools like Appsflyer offer specific mobile attribution analytics, shedding light on where your users originate from and which channels yield the best results. By leveraging such in-depth analytics, you can refine your targeting strategies, improve user experience, and ultimately increase your ROI.

In a nutshell, the right tools and platforms pave the way for success in mobile affiliate marketing. They provide the necessary infrastructure and insights you’ll need to craft campaigns that resonate with today's on-the-go consumers, all while keeping an eye on performance metrics that drive decision-making. By focusing on mobile-centric networks and employing advanced analytics, you stand to not just survive but thrive in this tech-driven marketplace.

Challenges in Mobile Affiliate Marketing

Mobile affiliate marketing has transformed the way brands connect with their audience. However, like any strategy, it comes with its share of obstacles. Understanding these challenges is crucial for marketers aiming to make the most of their mobile platforms. Failing to address these issues can result in missed opportunities and ineffective campaigns. Therefore, navigating these hurdles not only enhances the potential for profit but also sharpens overall marketing skills.

Technical Barriers

One of the prominent hurdles in mobile affiliate marketing is the technical complexity involved. Marketers often grapple with issues such as cross-platform compatibility and mobile optimization. The diversity of devices, operating systems, and screen sizes can play havoc with a campaign's effectiveness. For instance, a flashy website that works seamlessly on a desktop may crash or become unwieldy on a smaller screen. This disconnect can deter potential customers and ultimately affect conversion rates.

Moreover, many affiliate marketers do not possess the sleek technical skills needed to optimize landing pages or advertising content for mobile. The nuances of mobile user experience, including load times and ease of navigation, require a substantial investment of time and resources. If your audience sees nothing but a mess when trying to access your affiliate offers, they might not think twice before switching to a competitor's page.

In light of these challenges, it’s imperative to:

Invest in mobile-responsive designs that easily adapt to various devices without compromising user experience.
Regularly test and update mobile platforms to stave off technical issues.
Utilize tools like Google’s Mobile-Friendly Test to assess and improve your website’s performance.

Addressing these technical barriers head-on can lead not only to enhanced user experience but also an uptick in conversions.

Fraud and Security Issues

Fraud is another significant concern that haunts mobile affiliate marketing. With the rise of mobile transactions, the door has opened wide for fraudsters looking to exploit vulnerabilities. One common tactic involves fake clicks or counterfeit leads, which can dismantle a campaign's credibility and financial viability. Marketers must be vigilant, as engaging with fraudulent affiliates can lead to wasted resources and tarnished reputations.

Security is a related concern, particularly as data breaches and cyber threats become increasingly sophisticated. Personal data of consumers is often at risk, which raises ethical and legal implications for marketers. Failing to implement adequate security measures may not only lead to financial loss but also damage customer trust.

To combat these issues, marketers should consider the following strategies:

Utilize reputable affiliate networks that have robust fraud detection mechanisms.
Regularly audit affiliate traffic sources to ensure authenticity.
Implement strong security protocols, such as SSL certificates, to safeguard user data.

By actively tackling fraud and security issues, mobile affiliate marketers can sustain their credibility, ensure smoother transactions, and ultimately drive revenue growth.

"In today’s digital landscape, being alert to technical barriers and security concerns can be the difference between success and failure in mobile affiliate marketing."

In summary, while mobile affiliate marketing presents challenges related to technology and security, a proactive approach can mitigate risks and optimize potential gains.

Case Studies in Mobile Affiliate Marketing

A data analytics chart related to mobile affiliate performance

The exploration of case studies in mobile affiliate marketing shines a light on practical applications of strategies that may seem abstract when considered in theory. Relevant examples provide powerful insights into how various brands achieved success and learned valuable lessons through trial and error. By delving into real-world scenarios, marketers can discern what approaches resonate with their audiences and which tactics yield tangible results.

Successful campaigns not only illuminate effective strategies, but they also inspire innovation. Further, analyzing failures can help to identify pitfalls to avoid, thereby strengthening future endeavors. This section aims to shed light on notable campaigns, as well as cautionary tales, offering a comprehensive understanding of mobile affiliate marketing's practical landscape.

Successful Campaign Examples

When it comes to successful campaigns, there are numerous instances that illustrate the prowess of mobile affiliate marketing. One standout example is the Airbnb referral program, which leveraged mobile platforms effectively. When existing users invited friends via the mobile app, both parties received travel credit upon the friend's first booking. This approach tapped into social connections, allowing users to earn rewards easy on their mobile devices. The simplicity of the process, coupled with instant gratification—receiving travel credits right away—made it a win-win for both the company and its customers.

Another fruitful example can be found in Fabletics. This athletic apparel brand maximized its mobile affiliate strategy by partnering with fitness influencers who promoted their products through Instagram stories. These influencers showcased products in action, driving immediate traffic to the Fabletics website. The brand's ability to prioritize visuals on a mobile-first platform, along with leveraging the influence of trusted figures, led to significant sales growth.

Lessons Learned from Failures

While successes certainly take center stage, reviewing failures holds equal weight in strategic development. An illustrative case involves Beepi, a startup that attempted to disrupt the used car market with its mobile platform. They invested heavily in mobile advertising without fully understanding their target audience’s behavior on mobile devices. Consequently, their website wasn't optimized for mobile use, resulting in poor user experience and high bounce rates that ultimately contributed to their closure.

Similarly, Yik Yak—a social media app that initially gained traction in colleges—suffered from a lack of thoughtful user engagement strategies. In attempt to monetize, Yik Yak introduced a mobile affiliate program, but their execution felt forced and poorly aligned with user expectations. Miscommunication about value and utility led to a negative reception; the program fell flat.

Analyzing such failures encourages marketers to look beyond surface strategies and assess deeper connections with their audience. Achieving success in mobile affiliate marketing requires not just creativity but also understanding the nuanced behaviors of consumers, preferences for user experience, and the overall customer journey.

"Failures are simply opportunities to begin again, this time more intelligently."

This insight aims to remind marketers that each misstep is a stepping stone toward refinement and ultimately, success.

Future Trends in Mobile Affiliate Marketing

The landscape of affiliate marketing is shifting dramatically, and mobile platforms are at the helm of this transformation. As mobile devices continue to embed themselves into every aspect of our lives, understanding future trends in mobile affiliate marketing becomes crucial for marketers keen on harnessing this momentum.

Emerging Technologies

New technologies are rapidly reshaping the patterns of consumer engagement. One such technology is the rise of artificial intelligence. With powerful algorithms, AI can analyze vast amounts of data, allowing marketers to create hyper-targeted campaigns tailored to individual preferences. Voice search optimization is another area gaining traction. If marketers don't optimize their content for voice queries, they might miss out on potential consumer interactions. Additionally, augmented reality (AR) provides unique opportunities for affiliates to create immersive experiences for users. Imagine interacting with a product in 3D from the comfort of your sofa; it transforms the way consumers make purchasing decisions.

AI-enabled analytics for personalized offers.
Voice search leading to changes in keyword strategies.
Augmented reality bridging the gap between online and offline experiences.

"Technology, like art, is a soaring exercise of the human imagination." - Daniel Bell
This quote underscores that innovation is not just about technical advances but about unleashing creativity in how we connect with consumers.

Evolution of Consumer Preferences

Alongside technology, consumer preferences are evolving at a rapid pace. Today's consumers are more informed than ever, thanks to the accessibility of information. This knowledge isn't just making them picky; it's steering them towards authenticity. They prefer brands that share their values and stories.

Mobile users are not merely passive recipients of information. They actively seek engagement and interaction. For instance, micro-influencers are gaining ground because they cultivate closer relationships with their audiences compared to traditional celebrities. Marketers must adapt to this change to stay relevant and maintain effectiveness in their campaigns.

Key factors in the evolving consumer landscape include:

Preference for personalized experiences.
Increased demand for transparency and accountability from brands.
Engagement through community-driven content over conventional advertising.

To stay ahead in this transition, marketers should not only leverage data analytics but also develop genuine relationships. This approach addresses a growing consumer sentiment that finds meaning in connection, both with brands and fellow consumers.

Understanding these future trends lays the groundwork for creating a strategic roadmap in mobile affiliate marketing, ensuring that campaigns remain relevant and impactful.

End

In the sphere of mobile affiliate marketing, tying everything together can be the keystone in building a robust strategy. This article has journeyed through the nuances of developing impactful mobile affiliate marketing practices, emphasizing the relevance of understanding consumer behavior, leveraging tools, and staying current with technological advances. As mobile devices steadily evolve into the go-to tool for consumers, it's critical for marketers to stay ahead of the curve.

Key insights gathered pinpoint the significance of adaptability. With consumers spending a majority of their time on mobile, the cornerstone of any successful affiliate marketing endeavor is ensuring that content is not only optimized for mobile platforms but also that it resonates with the audience. Considerations for mobile optimization involve user experience, speed, and seamless navigation – elements that can make or break a conversion.

Benefits of a comprehensive mobile strategy include:

Enhanced engagement due to personalized experiences.
Broader reach versus traditional platforms, allowing marketers to tap into a wider audience.
Real-time analytics to gauge campaign performance and refine tactics on-the-go.

It's essential to be mindful of the challenges that might arise, such as technical barriers and security issues. As we navigate through a rapidly changing landscape, embracing learning from both successes and setbacks becomes invaluable.

Remember: In the ever-competitive realm of mobile affiliate marketing, the best strategies are always evolving. Stay curious and adaptable!

Summarizing Key Insights

As we wrap up, consider these pivotal points about mobile affiliate marketing:

Consumer Centricity: Understanding the audience is not just a buzzword; it’s a necessity. Knowing their preferences, habits, and needs shapes effective mobile marketing strategies.
Technological Adoption: From mobile applications that facilitate shopping experiences to analytics tools that track engagement, embracing technology is paramount for success.
Continuous Improvement: The landscape is dynamic. What worked yesterday might not cut it tomorrow. Analyzing data and adjusting strategies accordingly are part of the game.

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